The white and blue theme is not uncommon in the toothpaste market, so unfortunately nothing here will be making this tube stand out on the shelf. The squeezy screw-top tube operates in the same way as any other.

Very minty - nothing weird here as with some toothpastes for sensitive teeth.

--Texture and consistency--

There's not as much foam as you'd ordinarily be used to, but now I find that normal toothpastes create too much lather by comparison, so it's clearly just a matter of habit.

--Effects on the teeth--

Teeth are left feeling squeaky clean and stains are gradually buffed away, improving tooth appearance noticeably - although perhaps not within 14 days.

--Value for money--

There are clearly positive results and one tube lasts ages. To pay over £6 for a tube of toothpaste therefore still seems extortionate in some respects - this is three times what most households usually pay. However, it's less than the cost of a scale and polish at the dentist, and less too than some specialist whitening toothpaste brands, such as Blanx. I would consider replenishing stocks once my free PR sample runs out, but perhaps just for use as a once-a-week treatment rather than for everyday use, as the price is prohibitive otherwise.

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About Me

As a teacher, blogger, freelance translator, sometime student of Italian, onetime NaNoWriMo contestant and generally obsessive reader and writer, I think it's safe to say that language is my life. My side interests include documentaries, not tidying, and Double Stuf Oreos.